There’s no doubt that the intersection of customer intelligence and big data is top of mind for many digital marketers.
We are big believers in the business case for insights from customer intelligence. On the other hand, consumer data privacy is a related and very hot-button topic that has received more bad press than good lately.
It’s critical to remember, however, that all the sensitive information that companies collect can be used to deliver real value not just to the business, but also to consumers. We’ve got two videos from Digital BrainFest offering some perspectives on how organizations can achieve that goal.
How Effectively Managing Big Data Can Improve Customer Intelligence: Two Perspectives
1. Technology Enables Consumer Engagement Across Channels & Platforms
In this video from Digital BrainFest, Josh Herman, VP of Partner and Product Strategy at Axciom Corporation, explains how new technologies for optimizing the best “combination, cadence and control” of consumer interactions across multiple channels and platforms improve both customer experience and marketing analytics. Check it out now:
Companies have to “connect the dots” for themselves before they can “connect the dots” for customers, however. There are two important questions companies need to answer:
- What do we know about the data we collect?
- How do we manage big data and data collection?
It is absolutely essential for marketers to both understand their data and find good uses for it.
2. Data Management Technology Combines Online & Offline Data
Data management platforms (DMPs) can be extremely valuable tools when it comes to understanding and leveraging your company’s data. Mark Wagman and Sam Harkness of Turn tackle the question of “next-gen” DMP use-cases for dealing with data from both traditional and digital channels in this video. Watch their conversation now:
Customer intelligence is all about connecting the dots between the data you have and the insights you want. Making those connections and effectively leveraging data takes a combination of not only strategy and technology like DMPs, but also the right people and process.
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